Estrella Zijlstra

PRODUCT & AI STRATEGY

I meet a project where it actually is, then take it where it needs to go.

Fifteen years turning ambition into products and experiences that ship, pitch, and fund. Most recently leading product strategy at Huge, across finance, enterprise, and consumer brands.

See the work Read the approach

The approach

Most product work stalls between the ambition and the build. I work the seam: framing a vision sharp enough to fund, then leading the teams and operations that turn it into shipped product.

Points of view ↓

Selected work · 2024–2026

GTM Strategy/B2B SaaS/Case study

AI Product Strategy/Fintech/Case study

Product Lifecycle/Commerce/Case study

04 Carrier

Turnaround/Multi-brand/Coming soon

05 Flourish

Finance depth/Fintech/Coming soon

A launch built as graduated trust, for a category that stopped believing its vendors.

The Modes framework: user signals resolved into adaptive product responses.

Two brands brought under one destination at SharkNinja.com.

A sprawling multi-brand estate unified into live, observable sites.

Points of view

All points of view →

When a redesign is really a transformation

Two engagements, one pattern: the brief asked for a new website, and the real work was the system underneath it.

Transformation 4 min · Read → 02

Portfolio management is a craft multiplier

Ten product managers on ten accounts is a staffing plan. One portfolio is a strategy.

Craft & operating models 5 min · Read → 03

Product Operations in the age of AI

One job with two halves: make changing the way of working cheap, and develop the taste that decides what the speed is for.

AI & product operations 7 min · Read →

Recognition

2026 · The Ring

2025 · Darling

2024 · Android

2024 · Chrome Enterprise

2022 · SK-II

Team recognition for work led at Huge.